1. The quick guide to Ambu’s design
Design guide
The quick guide to Ambu’s design

2. The five basic elements of our design
Logo
Typography
Images
Colours
Swoosh
Waves background
Icon
The graphic elements – waves, swoosh and icon

3. The Ambu logo
The logo is the single most important part of our visual identity
Main logo
Red typeface, grey icon and our tagline 'Ideas that work for Life'
Logo versions
Logo without tagline – for small size materials, where the tagline is not readable
White logo – for placing on dark or coloured backgrounds

4. Typography
Ambu uses Signa, a modern and clean font, on all printed material
Headlines and subheadings are set in Signa Normal (Book)
Copy is set in Signa Normal (Light)
Alternative text is set in Signa (bold)
For web, Word, PowerPoint or where Signa is not available, use Arial

5. The images
Ambu has three categories of photos: product, application and lifestyle photos.
You can find Ambu's photos in Marcom.
In addition, you can find a selection of Ambu's photos in the ImageShopper in Ambu’s PowerPoint tool.

6. The primary colours
Ambu has three primary colours: deep red, dark grey-blue and lime green.

7. The secondary colours
Ambu has six secondary colours which can be used to supplement the primary colours. For instance in graphs or diagrams. Use few secondary colours to maintain an elegant and consistent look.

8. The graphic elements
To create a unique Ambu feeling, we have three graphic elements:
the icon
the swoosh
and the waves
These elements can be used alone or together to create variation and easy recognition
Icon
Waves background
Swoosh

9. The language The way we write is an important part of the Ambu brand
Make sure you...
are clear and precise
address your reader politely
use subheadings
proofread your text

10. Dos and don’ts Do use the logo Do use high-resolution images
Do make sure you know the five basic elements before you start
Do ask if in doubt
Don't be stingy with the pages
Don't take the basic design elements out of context
Don't use photos as background for body text
The Ambu look and feel
Go for a clean, modern look
Use few, but large photos to create an effect
Include some or all of our five basic elements

11. Learn more about Ambu’s design in the Design Manual
Learn more about Ambu’s design in the Design Manual. New design manual coming up during Q Questions? Contact